From data to action: How Huatusco centered farmer voices to boost profits

Huatusco, a cooperative of coffee farmers in Veracruz, Mexico, has partnered with Rabo Foundation for several years to receive financing and capacity-building support. These services have helped improve the lives of Huatusco’s 900+ members and created a ripple effect across their community. Together, we set a shared goal: reduce Huatusco’s dependency on Rabo Foundation funding by strengthening the cooperative’s value for farmers.

To build a shared understanding of Huatusco’s strengths and areas for growth, 60 Decibels conducted a survey to capture farmer experiences and measure impact. This survey became a turning point, revealing how Huatusco contributes to the well-being of its members—many of whom face low incomes and limited resources. Farmers and their families valued not only fair coffee prices but also additional services such as vaccination support for children and technical assistance.

The 60dB survey shed light on several important aspects.

1. Huatusco boasts a loyal farmer base. The cooperative primarily engages with older male farmers, averaging 18 years of cooperative membership. A staggering 90% of the coffee producers had utilized one or more of Huatusco’s services in the past year, illustrating the cooperative’s deep involvement in the lives of its members.
2. For the farmers, price and trust emerged as the key criteria for selecting a coffee buyer, highlighting the importance of fair pricing and establishing strong relationships. All current producers expressed their intention to continue working in coffee farming, with three out of five envisioning their children joining the coffee cultivation industry in the future.
3. While the survey indicated overall satisfaction among the producers, it also highlighted areas for improvement. More than one-third of the farmers had experienced challenges with Huatusco, prompting the cooperative to reflect on these issues and devise strategies for enhancement.

The survey results sparked meaningful changes within Huatusco. One key insight was the aging farmer base—the average age is 59—raising concerns about long-term sustainability. To address this, Huatusco began engaging younger farmers by sharing survey findings and offering training programs to equip them with skills for a changing market.

Huatusco also recognized the value of wrap-around services that support members’ families. Recent initiatives include vaccination assistance for children and technical guidance for farmers, reinforcing a holistic approach to development.

Additionally, the survey highlighted Huatusco’s competitive edge against larger corporations. By evaluating internal processes, the cooperative improved resource allocation and efficiency. Rabo Foundation supported these efforts with a small loan for a coffee dryer, boosting productivity.

Ultimately, Rabo Foundation aims to reduce Huatusco’s dependency on its funding. Huatusco recently paid off an outstanding loan, improving its credit standing and opening doors to new financial partners. Acting as an incubator, Rabo Foundation helps connect Huatusco with commercial lenders, enabling diversification and long-term growth.

Inclusivity is another shared priority. Of Huatusco’s 1,349 registered farmers, 380 are women, and efforts are underway to create more opportunities for women and young farmers in governance and operations.

Environmental sustainability is also front and center. Huatusco introduced an eco-friendly oven that operates without fossil fuels and is installing solar panels to cut electricity costs. These initiatives reduce expenses and strengthen competitiveness in global markets.

The 60 Decibels survey didn’t just measure impact—it inspired action. By embracing farmer feedback, data-driven evaluation, and continuous improvement, Huatusco lowered its reliance on Rabo Foundation and built relationships with local lenders. This journey demonstrates the power of collaboration and the importance of investing in relationships for a sustainable future.

Huatusco’s story is a testament to what happens when farmer voices guide strategy: stronger communities, resilient businesses, and a brighter future for coffee farming.

This article is based on a piece originally written by 60 Decibels, with whom we partnered for this impact study.